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CBBE dimensions
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The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt
Heba Sadek • Sarah Elwy • Mohamed Eldallal
Volume 12 Issue 2 · 19 Jan 2018
The purpose of this paper is to examine the impact of firm-created and user-generated social media brand communication on five consumer-based brand equity (CBBE) dimensions through Facebook on the Egyptian fast-moving c…